Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

PROSPECTS

Cat food in Canada is still mainly sold through modern grocery retailers, predominantly supermarkets and hypermarkets, where it is bought alongside cat owners’ regular shopping. However, alongside pet superstores and pet shops, internet retailing is gaining value share and changing the competitive environment.

Continued rise in cat ownership amongst busy Canadians living in small urban dwellings benefits sales

The number of pet cats is expected to remain higher than the number of pet dogs in Canada thanks to Canadians’ lifestyle trends. Cats personality traits, including being independent and content to be left while owners are out at work, make them a good choice for busy urban dwellers.

Premiumisation trend strengthens as clean labels grow in popularity

As cat owners increasingly treat their pet cats as family members and want the best for them, they are increasingly discerning in the cat food choices they make, with buzz words such as holistic catching their attention. They regularly check labels for the list of ingredients and are interested in whether the contents are, for example, healthy, natural, organic or locally-sourced.

COMPETITIVE LANDSCAPE

Whilst Nestlé and Mars still lead, specialist brands gain popularity

The cat food competitive environment in Canada is very concentrated, with Nestlé Purina PetCare Co and Mars Canada Inc jointly dominating value sales. Whiskas (Mars) and Purina Friskies (Nestlé Purina) are the leading brands, with significant value shares, indicating a general preference among Canadian cat owners for good value offerings.

Premium brands such as Blue Buffalo which were once only found in pet superstores and pet shops are becoming increasingly available in alternative channels, especially internet retailers. Pet superstores and pet shops are therefore losing their exclusivity.

Cat food is concentrated among a few mid-priced brands

Cat food remains concentrated among the brands which owners consider provide good value offerings, such as Whiskas and Purina Friskies, despite the growing trend towards upstart brands commanding popularity among consumers. This is very different from dog food where there is a much higher level of brand diversification.

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